Jiugongge hotpot, Yangtze River Cableway, Shancheng Four Seasons... Walking into the Chongqing Lego brand flagship store, the store with more than 756 square meters is full of strong Chongqing characteristics.

Nine-grid hotpot, Yangtze River Cableway , Mountain City Four Seasons... What will happen when these very familiar Chongqing elements meet Lego ? On October 28, Chongqing's first LEGO brand flagship store opened to welcome customers. This is also the second flagship store of Lego Group in western China.

Entering the Chongqing Lego brand flagship store, the store with more than 756 square meters is full of strong Chongqing characteristics.

is inspired by the landform characteristics of Chongqing's "mountain city" as design inspiration. The two-story store simulates the life scene of climbing up the hills of the mountain city. With the clever combination of river view and mountain view outside the window on the second floor of the store, it presents a unique store atmosphere with Chongqing regional characteristics.

iconic model Chongqing Exploration Tree took 1,780 hours to build and used more than 540,000 Lego building blocks pellets to build. Explore unique creative models on various parts of the Exploration Tree: the building block lake, red lantern, golden monkey, etc., through various Lego product series, interpret the play and growth of children at different stages.

At the same time, there are "Le Lan Ancient Buildings" that showcases the style of the Bayu region, "Le Cheng Jiang Cable" that overlooks the mountain city scenery, and "Ancient Style Roof" that combines ancient charm and current style, etc.

In addition, the "Aguo and Ajiao" with Chongqing hot pot as the shape and the "Lexiang Hotpot" and "Leshe Mountain City" mosaic four-frame comics vividly interpret the glimpse of Chongqing's city and bring them closer to local consumers.

The LEGO personalized custom workshop on the second floor can achieve consumers' different creative play needs: consumers can customize the expressions, hair accessories, clothing and other components of the LEGO minifigure factory according to their personal preferences to create their own LEGO minifigures; consumers can also customize unique LEGO mosaic portraits through the LEGO mosaic portrait machine. Upstream News reporters saw personalized Lego custom small figures such as "Chongqing Duck" and "Come on Hotpot".

In addition, the interactive "story table" designed for adult fans of Lego will vividly tell the story behind Lego products, showcase early product designs and prototypes, and reveal the product development process , allowing fans to "virtual dialogue" with Lego designers.

At the same time, LEGO Group also launched a "virtual store" for the first time in the Chongqing Lego brand flagship store, allowing consumers to intuitively feel the fun experience of physical stores online, appreciate the distinctive Lego building block models, and be able to "cloud" shopping at the store no matter when and where.

In the past few years, LEGO Group has continued to increase its business investment in the Chinese market, and its brand retail business has developed rapidly. At present, LEGO Group has opened more than 380 brand retail stores in more than 100 cities in mainland China. In addition to Chongqing, LEGO Group has opened 7 brand flagship stores in Shanghai, Beijing, Hangzhou, Shenzhen, Guangzhou and Chengdu.

Huang Guoqiang, senior vice president and general manager of China, said that this year marks the 90th anniversary of the establishment of LEGO Group. In this important year, choosing to open a brand flagship store in Chongqing is an important "milestone" for it to continue to deepen its cultivation in the Chinese market.

"Trendy Toys White Paper on Tmall" shows that as of last year, Taobao and Tmall building blocks have piled up a market of tens of billions, and building blocks have gradually become one of the most popular categories in the toy market.

In 2019, the total value of the global toy building block market reached 59.8 billion yuan, and is expected to grow to 94.7 billion yuan in 2026, with an annual compound growth rate (CAGR) of 6.8%.

According to public data, during this year's 618, the sales amount of in the toy market increased by more than 100% year-on-year. On the JD platform alone, sales of toys with plug-in blocks increased by about 29% year-on-year.

Under this background, new toy merchants have entered the market with a year-on-year increase of more than 120%. The Tmall building block category alone has incubated more than 100 new brands.

The market share of domestic brands such as Bruco, Qimeng, Senbao is accelerating. For example, in the first half of this year, the sales of cute little eagles increased by more than 230% year-on-year; keeppley's sales increased by more than 150% year-on-year; Senbao building blocks increased by more than 50% year-on-year; Feile increased by more than 40% year-on-year.

It is worth noting that the building blocks are becoming more and more "down-to-earth" in their design to be close to local consumers.

Upstream news reporter Yan Wei

Editor: Chen Lu

Editor: Liao Lei

Review: Feng Fei